In this way the word of the Lord spread widely and grew in power. – Acts 19:20
Prior to my first pilgrimage walks on the Camino, in my travel to Spain, I journeyed through the north to Santiago de Compostela and stayed in a small inn outside of the city (the terminus of The Way of Saint James and the Cathedral where the relic remains of Saint James are held and revered).
During that visit, I was able to walk the last mile or two of the Camino that led in from the west of the city. And throughout my travels, I searched for the Camino path wherever it was in proximity.
As I neared completion of my travels through Spain, I had been thinking about walking the Camino for a longer distance to capture the connections that pilgrims make with the beautiful countryside, the other pilgrims who walk the path, and of course, with the Divine source that inspires all to make it a spiritual journey – like that of the fisherman from Galilee who walked to the end of the (known) world to spread the Gospel to the people on the Iberian peninsula – all the way to the rugged cliffs overlooking the Atlantic in the northwest corner of Spain.
In planning my subsequent trip through Extremadura and Castilla, I did a Google search on Camino de Santiago and found several links to a film entitled, “The Way” – (completed in 2009-2010) by Emilio Estevez and featuring his father, Martin Sheen. I followed these links to a Web site and to a Facebook page created to support and promote this film.
On the Facebook site, I read a message from Emilio in which he laid out his plans for the premiers and possible distribution of The Way. To my surprise, it appeared that he was filming in and near Santiago de Compostela when I was there on that previous trip and he was more recently premiering and promoting his film in Madrid during the time I was there on my last trip.
What struck me was that broadcast and print media had not made me aware of this film or its production, premier, and promotion occurring when I was physically proximate, such as to attend the premiere in Madrid.
Yet, through the freely available Web-based search and social networking sites, I was able to become informed of it and to interact by making a marketing suggestion in a reply comment on Facebook. By crowdsourcing on his Facebook page, his plans and invitation for ideas to promote the film, Emilio was not only providing the equivalent of a powerful broadcasting message, he had also initiated an equally powerful interaction with many people who might become advocates in promoting the distribution and performance of this movie in the United States and throughout the world, especially in situations where there might not otherwise be enough support from traditional media companies.
And by creating this initial content on his Facebook page and Web sites and the outbound and inbound links to it, Emilio created a snowballing effect that can achieve higher ranking on search engines – which is how I originally made a connection with his film and promotional efforts.
Subsequent to my first pilgrimage walk, I also became aware of the plans by Lydia Smith to promote Walking The Camino: Six Ways to Santiago, the movie and its funding via social networking sites. What I find fascinating is the many ways she planned to leverage these sites to achieve her goals, such as crowdsourcing Facebook fans on her “edits in progress” while the movie was still in the edit stage, and launching a crowd-funding campaign to raise the funds necessary to edit the 300 hours of footage shot in Spain into a finished 90-minute show. Her sites (see links below) appear prominently in search results and it’s obvious that she has built strong community support by providing relevant value in her content and in her interactions with users of those sites.
So in close, I want to thank Emilio and Lydia, for not only making helpful and inspiring movies on this important topic, but also for showing the way that we can use our online presence to promote the ideas and artifacts that we value – such as our Christian faith and walking in spiritual pilgrimage – and share them with others who in turn receive and invest in that value.
And in that spirit of sharing, I welcome your comments on these topics in reply.
The Way (movie) Facebook site: http://www.facebook.com/pages/The-Way-A-film-by-Emilio-Estevez/149700758373570
Walking The Camino: Six Ways to Santiago (movie) Web site: http://www.caminodocumentary.org
Walking The Camino: Six Ways to Santiago (movie) Facebook site: http://www.facebook.com/TheCaminoDocumentary